Find out who is in Campaign's Power 100 2016

Claire Beale,

Global editor-in-chief, Campaign

There can surely be nobody working in marketing or with marketers who doubt the role a great marketer plays in building businesses, driving profits and boosting the economy at large.

Yet too often marketers remain in the shadows of our industry, either reluctant or unable to claim the limelight for their work and showcase their own talent. So perhaps we shouldn’t be surprised that too many corporate boardrooms still regard marketing as a cost rather than an investment, too few marketers still make the transition into top management, and marketing is still too infrequently involved in a company’s strategic decision-making. This much we have sound evidence for. The increasing belief that marketing is failing to attract the best graduates may be based more on anecdotal supposition than hard facts – but given the failings listed above, it would be no wonder if that was exactly the case.

So it’s never been more important to shine a bright light on the achievements of the most effective and influential marketers; they might not all enjoy public applause but our industry and those coming up behind need powerful, inspiring marketer role models like never before.

You’ll find 100 of the very, very best over the next few pages – the women and men who are building brands, serving consumers, improving bottom lines, fuelling economic growth and proving the enormous value of marketing as a business imperative.

But even the world’s best marketers have role models too. This year, our top 100 achievers voted for Unilever’s Keith Weed as the clear winner of our Marketers’ Marketer accolade. From his impeccable governance of some of the world’s biggest brands to his mission to drive a more responsible, sustainable business culture, Weed enshrines the values of marketing excellence and the opportunities of marketing to make a lasting difference.

We salute all the people honoured in this year’s Power 100 list and we hope that they will inspire the brightest minds to follow in their footsteps.

Read Publicis.Sapient's Nigel Vaz's thoughts on how brands should respond to transformation

Booker was promoted to handle the entire group’s marketing function after the merger with Carphone Warehouse. He was responsible for the Jeff Goldblum Currys PC World spots and has continued Carphone Warehouse’s Keith Lemon ads.

Bright and her team delivered brand campaigns including the creatively excellent #BeTheFastest, featuring Usain Bolt, for Virgin’s broadband offering and "Masters of entertainment" for the relaunch of Virgin TV.

The fast-talking marketer is proud of the National Lottery story over 2016. Among the highlights were reaching the landmark figure of providing funding for 500,000 individual projects and the #IamTeamGB campaign.

At a brand level, 2016 was the year people realised Microsoft was "very much back in the game", Davies says. The standout for Davies was establishing Surface as a "credible brand for consumers and businesses".

Dawe controls Europe’s largest takeaway ordering website and with the recent acquisition of rival Hungry House, he will now lead Just Eat’s marketing strategy as it expands its presence into North America.

Given moved up the Sainsbury’s marketing hierarchy following the shock departure of the supermarket’s marketing director Sarah Warby last month. It coincided with him launching the debut campaign by Wieden & Kennedy.

Inglis has created advertising that interests the public as much as the marcoms world. He says his focus for the coming year will be on "ensuring we’re entirely focused on our end-to-end omnichannel experience".

Mildenhall possesses unique qualities that many dispassionate marketers lack – a deep infatuation for the brands he leads. He has overseen a ramping up of Airbnb’s global marketing as its footprint has grown exponentially.

Murray was drafted in to join the Asda board a year ago, coinciding with its plan aimed at "prioritising investment to better address the fast-changing needs of its customers" and rejuvenating ailing sales.

Nike’s history in experimental and influential products mean Olander is a key force in the industry. He remains focused on creating a seamless experience for customers that transcends traditional boundaries.

Pile, formerly the marketing and innovation director for Diageo in Vietnam, arrived at L’Oréal in 2014 as UK chief marketing officer. His responsibilities include driving innovation, pushing the digital offering and improving media efficiencies.

Known for her marketing acumen and personal and inspiring approach to leadership, it is no surprise that the no-nonsense American-born marketer has been named as the new president of The Marketing Society.

The future, Santos believes, will see more people seeking utility content from businesses and a shift by brands towards sustainability. She remains passionate about child development and women’s empowerment.

From the advent of the flagship store to the launch of the Lego Batman Movie, the Lego brand continues to expand beyond the brick. Snell wants to ensure it is accessible through multiple consumer touchpoints.

As a former fundraising and marketing director at Cancer Research UK and as chair of the Institute of Fundraising, Taylor is at the forefront of setting standards and learning within the charity sector.

After ten years in marketing roles for PepsiCo in the Netherlands and the UK, Tervoort succeeded Jacco van der Linden in 2015. Her driving idea is "building brands with a clear point of view and purpose".